Amazon's claim to fame is its convenience. Customers can go online and find just about anything, so why move to physical bookstores? Some say it's about branding.

The stores stock their shelves based on data from Amazon.com. So reviews, number of sales and popularity decide what customers will see.

This is only the latest in a number of big steps to improve Amazon's reach.

Last month, the retailer unveiled its first branded cargo jet called Amazon One. The company plans to roll more jets out in the next several years.

Plus, the company's highly anticipated drone delivery service is finally going to be tested.

Amazon's expansion announcement comes after Barnes and Noble dismissed CEO Ronald Boire earlier this month. Barnes and Noble's stocks have plummeted recently, and the company determined Boire was "not a good fit" for the role.

Amazon's Chicago bookstore will join the ranks of other confirmed locations in San Diego and Portland.